In its third year, Miss BumBum has a huge following in the country and around the world and titleholders often go on to become national celebrities. The winner of a contest to find the best bottom in Brazil has been crowned despite allegations two candidates bribed judges to rig the votes.

After months of controversy leading up to the hotly-disputed finale, the winner, who got the vote of a half-male, half-female jury, was 25-year-old Dai Macedo from the central state of Goias for her 107 centimetres (42 inches) of ‘bumbum.’

“It’s a lot of work, a lot of devotion,”Macedo told Agence France-Presse by way of an interpreter. “I denied myself a lot of things. No nightclubs. No sweets. I went to the gym Saturdays and Sundays.”

The sacrifice is well worth it. Miss Bum Bum winners become instant celebrities in Brazil, and receive a fortune in endorsements. Ms. Macedo takes home 5000 reais (some $2100) for her win and will also net ten times that in advertising contracts.

The new Miss Bumbum indicated her backside had not always been such a marketable asset.

“It isn’t 100 per cent natural. I had a butt lift. I always had a large backside but liposuction improved it,” she said.

Second was Eliana Amaral from Pernambuco in the north and, bringing up the rear, so to speak, was third-placed Jessica Amaral from the central northern region of Para.

Earlier this year, Miss Bum Bum was in the middle of a scandal as a columnist for a Brazilian newspaper, O Dia, accused Miss Bum Bum contestants Maria Sousa and Eliana Amaral of bribing judges to win. Eliana Amaral reportedly paid judges $32,000 to win, while Maria Sousa is said to have paid the judges even more.

According to a fellow contestant, Poliana Lopes, the bribery claims were true. She stated on Twitter: “It’s no longer a secret to anyone that Miss Bumbum has been bought and already has a winner, Mari Sousa. I’m very sad because the result isn’t deserved, and her bottom isn’t the most beautiful, which in a serious contest would be more right. I hope filling her pockets with money makes her happy.”

Those ethically suspect predictions did not pan out (although Amaral was awarded third place), but even the future bum-bum queen became embroiled in the scandal at the time. Angered by the accusations, Macedo joined other contestants in lashing out against corruption in Miss Bum Bum via social media. She suggested on social media that the result would be fixed to give the title to rival Mari Sousa.

The O Dia newspaper also alleged that Ms. Amaral’s impressive derriere is not entirely natural – which would eliminate her from the competition – and that an X-ray she says proves she has no implants in her bottom is fake.

In recent days the Twitter sphere has been awash with catty remarks from some contestants denigrating each other – the dreaded word cellulite proving a favored insult – and the voting process, says News.com.

Speaking after her win, Ms. Macedo said: “I’m all emotional. I didn’t expect to win. All hell broke loose on social media sites but now I can say the contest was real.”